MKT 310 Lecture Notes - Lecture 5: Google Alerts, Jetblue, Tripadvisor
Document Summary
Marketing research includes all the activities conducted by a company to find information on its customers, competitors, and current and future products or services. Can include a need for information about broad consumer market trends, competitor activity, or consumer behavior. Company evaluates if the product has hit the mark and if any changes need to be made. Seeks information on the appeal of the product to the consumer, the product positioning in the mind of the consumer, where consumers purchased the product and why, product specifics. Social media platforms offer companies an two-way communication stream with their customers; can be utilized for marketing activities: online comments customers are able to make comments online about the purchases they make. Example: jetblue updates travellers on twitter of flight delays: vocabulary companies can take note of customer vocabulary, which is then used in ongoing marketing initiatives.
